Marketing with Twitter : challenges and opportunities

Alena Soboleva; Suzan Burton; Aila Khan

doi:10.4018/978-1-5225-5187-4.ch036

Marketing with Twitter : challenges and opportunities

Alena Soboleva, Suzan Burton, Aila Khan

Western Sydney University

Research output: Chapter in Book / Conference Paper › Chapter

Abstract

![CDATA[The increasing use of Twitter by businesses has created the challenge of how to measure its effectiveness for marketing communications. Using data based on two years of Twitter activity by leading global brands in the Auto, FMCG and Luxury industries, this chapter presents measures which can be used by practitioners and researchers to assess the effectiveness of marketing communications on Twitter. It discusses the factors that predict consumer engagement with organizational tweets, and different Twitter strategies that have been successfully (and less successfully) used by leading global brands. We also consider the implications for marketing with Twitter, for these and for smaller organizations.]]

Original language	English
Title of host publication	Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications
Place of Publication	U.S.
Publisher	IGI Global
Pages	695-732
Number of pages	38
ISBN (Electronic)	9781522551881
ISBN (Print)	9781522551874
DOIs	https://doi.org/10.4018/978-1-5225-5187-4.ch036
Publication status	Published - 2018

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10.4018/978-1-5225-5187-4.ch036

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title = "Marketing with Twitter : challenges and opportunities",

abstract = "![CDATA[The increasing use of Twitter by businesses has created the challenge of how to measure its effectiveness for marketing communications. Using data based on two years of Twitter activity by leading global brands in the Auto, FMCG and Luxury industries, this chapter presents measures which can be used by practitioners and researchers to assess the effectiveness of marketing communications on Twitter. It discusses the factors that predict consumer engagement with organizational tweets, and different Twitter strategies that have been successfully (and less successfully) used by leading global brands. We also consider the implications for marketing with Twitter, for these and for smaller organizations.]]",

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Marketing with Twitter : challenges and opportunities

Abstract

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